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Nidhi Agrawal
Professor of Marketing
Michael G. Foster Endowed Professor

Education

  • PhD New York University (2006)
  • MBA Mudra Institute of Communications Ahmedabad (1999)
  • BBA Gujarat University, Ahmedabad, India (1997)

Expertise

advertising, consumer behavior, consumer segmentation

Positions Held

  • At the University of Washington since 2011
  • Associate Professor of Marketing, Kellogg School, Northwestern University, 2009-present
  • Editorial Board:
    • Journal of Consumer Research, 2008 – present
    • Journal of Consumer Psychology, 2008 – present
  • Assistant Professor of Marketing, Kellogg School, Northwestern University, 2005-2009
  • Ad Hoc Reviewer:
    • Journal of Marketing
    • Journal of Marketing Research
    • Human Communications Research
    • Journal of Economic Psychology
    • Association for Consumer Research
    • Hong Kong Research Council
    • Journal of Experimental Social Psychology
    • Organizational Behavior and Human Decision Processes
    • Personality and Social Psychology Bulletin
    • MSI Doctoral Dissertation Competition
    • Canada Research Council

 

Selected Publications

  1. “Coping and Construal Level Matching Drives Health Message Effectiveness via Response Efficacy or Self Efficacy Enhancement“
    Han, D., A. Duhachek and Nidhi Agrawal, (2016). Journal of Consumer Research, Vol. 43(3), pp. 429-447.
  2. “The Psychology of Appraisal: Specific Emotions and Decision-making“
    So, J., C. Achar, D. Han, Nidhi Agrawal, A. Duhachek, and D. Maheswaran, (2015). Journal of Consumer Psychology, Vol. 25(3), pp. 359-371.
  3. “Emotional agency appraisals influence responses to preference inconsistent information“
    Agrawal, N., Han, D., & Duhachek, A., (2013). Organizational Behavior and Human Decision Processes, Vol. 120, pp. 87-97.
  4. “Guilt Versus Shame: Coping, Fluency, and Framing in the Effectiveness of Responsible Drinking Messages“
    Agrawal, N., Duhachek, A., & Han, D., (2012). Journal of Marketing Research, Vol. 49, pp. 928-941.
  5. “Carry Over Effects of Self-Control in Decision-Making: A Construal Level Perspective“
    Agrawal, N., & Wan, W., (2011). Journal of Consumer Research, Vol. 38, pp. 199-214.
  6. “Emotional Compatibility and the Effectiveness of Anti-Drinking Messages: A Defensive Processing Perspective on Shame and Guilt“
    Agrawal, N., & Duhachek, A., (2010). Journal of Marketing Research, Vol. 47, pp. 263-273.
  7. “Biases in Social Comparisons: Optimism or Pessimism?“
    Agrawal, N., & Menon, G., (2009). Organizational Behavior and Human Decision Processes, Vol. 108, pp. 39-52.
  8. “Regulating Risk or Risking Regulation? Construal Levels and Depletion Effects in the Processing of Health Messages“
    Agrawal, N., & Wan, W., (2009). Journal of Consumer Research, Vol. 36, pp. 448-462.
  9. “Health Risk Perceptions and Consumer Psychology“
    Agrawal, N., Menon, G., & Raghubir, P., (2008). The Handbook of Consumer Psychology, pp. 981-1010.
  10. “For Better or For Worse? Valenced Comparative Framing and Regulatory Focus“
    Jain, S.P., Lindsey, C., Agrawal, N., & Maheswaran D., (2007). Journal of Consumer Research, Vol. 34(1), pp. 57-65.
  11. “Getting Emotional About Health“
    Agrawal, N., Menon, G., & Aaker, J., (2007). Journal of Marketing Research, Vol. 34, pp. 100-113.
  12. “For Better, For Worse: Valenced Comparative Frames and Regulatory Focus“
    Agrawal, N., Jain, S.P., Lindsey, C., & Maheswaran, D., (2007). Journal of Consumer Research, Vol. 35, pp. 57-65.
  13. “When More may be Less: The Impact of Regulatory Focus on Responses to Different Comparative Frames“
    Jain, S.P., Agrawal, N., Maheswaran, D., (2006). Journal of Consumer Research, Vol. 33(1), pp. 91-98.
  14. “When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames“
    Agrawal, N., Jain, S.P., Maheswaran, D., (2006). Journal of Consumer Research, Vol. 33, pp. 91-98.
  15. “The Effects of Self-Construal and Commitment on Persuasion“
    Agrawal, N., & Maheswaran, D., (2005). Journal of Consumer Research, Vol. 31, pp. 841-849.
  16. “Motivated Reasoning in Outcome-Bias Effects“
    Agrawal, N., & Maheswaran, D., (2005). Journal of Consumer Research, Vol. 31, pp. 798-805.
  17. “Motivational and Cultural Variations in Mortality Salience Effects: Contemplations on Terror Management Theory and Consumer Behavior“
    Agrawal, N., & Maheswaran, D., (2004). Journal of Consumer Psychology, Vol. 14(3), pp. 213-218.

Honors and Awards

MSI Young Scholar (2011)
ACR Doctoral Consortium Faculty Fellow (2010)
AMA-Sheth Doctoral Consortium Faculty Fellow (2008)
Hong Kong Research Grants Council Competitive Grant, HK$ 412,500 (2008)
McManus Research Chair, Northwestern University (2006, 2009-2011)
Stern Doctoral Research Award, NYU (2006)

Nidhi Agrawal

Academic Department

Marketing & International Business

Academic Service

ACR Program Committee (2007, 2011, 2012)
ACR Program Associate Editor (2010)
SCP Conference Program Committee (2009, 2010)
ACR Presidents and Fellows Luncheon Organizer (2007)